May 12, 2011, 4:16 PM

Online sales of full-priced items jump in April, MyBuys index finds

And orders with promoted items present drop, making for a healthy month.

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It was a healthy April for Internet retailing as e-retailers saw sales of full-priced items grow 19.3% compared with April 2010 and orders with promoted items present drop 14% for the same period, according to the monthly MyBuys E-commerce Wellness Index.

Total sales for the 300 e-retailer clients personalization technology provider MyBuys Inc. tracks grew 3.4% in April 2011 compared with April 2010. And the depth of discount on promoted items dropped 2%. MyBuys says as a result of all the changes, the health of e-commerce jumped 18.9% April over April.

“We have seen another month of increasing sales, increasing margin and renewed industrywide confidence,” says Robert Cell, CEO of MyBuys. “Many factors contribute to e-commerce’s continued resurgence, including engagement strategies, like personalization, and improving economic status.  The last two months have been the best consecutive months for job creation in the last five years and as such should translate into a successful spring for e-retail and retail alike.”

The index also examines how the use of personalization practices such as product recommendations can affect online sales. E-retailers realized a 12% increase in average order value for personalized transactions compared to sales without personalization, the index finds.

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